Friday Fresh #14: How to Make the Most out of Your Branding as a Training Provider

Hello and Welcome to Another Edition of “Friday Fresh”!

Today we will  focus on your ability to attract new learners by utilizing the power of familiar elements, a.k.a. creating a strong brand.

Branding is not just about logos and colours (although they matter); it’s a powerful tool that, when used correctly, can significantly influence learner commitment. The way to think about branding is to think about personality. Every one of us has one, and so do organisations.

Some are polished and have an appearance of luxury (such as Channel and Rolex), others are quirky and fun (think Innocent drinks), third appear solid and trustworthy (Lloyds, Barclays), some bring the sense of action (Marvel), and others – of activity (Nike).

What do brands look like?

To illustrate the point I made above, I asked ChatGPT to imagine Nike as a person, and it showed me this image:

You can run a similar experiment, to find out if AI sees your brand the same way you do. To do this, you’ll need a paid ChatGPT account. Start a new chat, choose ChatGPT 4 from the dropdown in the top left and ask: “Show me a human representation of the brand”

Here’s how AI sees The CPD Standards Office:

Back to the Subject of Your Brand

Whether you use AI to visualise your brand or your own imagination, the ability to picture a personality that represents it, is essential for your customers. This image is, in essence, what they choose to associate with or what pushes them away.

The Psychology Behind Branding

Branding taps into deep psychological factors. The Mere Exposure Effect, for instance, demonstrates how repeated exposure to a brand increases preference for it. Familiarity breeds comfort, trust, and ultimately, decisions in favor of the brand​​.

Elements of Strong Branding

  1. Consistent Visual Identity: Ensure your logos, color schemes, and visual elements are consistent across all platforms.
  2. Clear Messaging: Your brand message should resonate with your target audience’s needs and aspirations, and should “speak their language”.
  3. Engagement: Regularly interact with your audience through social media, blogs, and newsletters.
  4. Testimonials and Reviews: Showcase positive reviews and testimonials to build trust and credibility​​. Don’t forget to include brand elements when you do, so your audience can easily link the positive sentiment with your brand’s identity.

The Role of CPD Accreditation

Utilising your CPD Standards accreditation badge is a powerful branding tool. It serves as a trust mark, adding a layer of familiarity and credibility to your training services, especially for learners who might not be familiar with your brand. The badge signifies quality and commitment to professional development, aligning with the psychological factors that drive consumer trust and preference.

Tips for Maximising Your Brand Impact

  1. Repetition: Ensure your branding is consistent across all touchpoints – your website, social media, course materials, and communications. Repeat elements such as your logo and colour palette in every aspect of your communication materials – social media posts, presentations (slide decks), documents, etc.
  2. Highlight CPD Accreditation: Prominently display your CPD accreditation badge. Include it in your marketing materials, course descriptions, and certificates. The wording CPD and the highly recognisable badge of The CPD Standards Office will instantly make your branding appear mode relatable and familiar to your audience.
  3. Engage and Interact: Regularly engage with your audience through social media, blogs, and newsletters. This builds familiarity and keeps your brand top-of-mind.

Final Thoughts

Incorporating strong branding strategies and leveraging your CPD accreditation can significantly influence learners’ decisions. By creating a familiar, trustworthy brand, you’re not just selling courses; you’re building lasting relationships with your learners.

Stay tuned for our next edition of “Friday Fresh” for more insights into enhancing your training business!

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